ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Flock
Agency TBWA\Media Arts Lab / Los Angeles + Rock Paper Scissors Editorial + House of Parliament + Smuggler
Category
Craft in Motion / Film / Direction
Annual ID
ADC104_MOT003G
Privacy has been a core Apple value since the iPhone’s inception. Apple has led the industry in raising awareness and delivering groundbreaking protections against the growing data economy. However, online tracking continues to evolve, and many tech companies exploit privacy concerns with vague promises and minimal action.
Flock is a fantastical, dystopian depiction of the extensive online surveillance economy and the iPhone’s ability to help protect against it. It depicts bird-like surveillance cameras targeting people’s browsing data before Safari’s privacy protection comes to the rescue.
With online tracking becoming more sophisticated, with invasive techniques like cookies and fingerprinting, our strategy was to highlight how Safari on iPhone provides superior protection in a world of relentless surveillance.
The campaign brought surveillance birds to life through meticulous study of bird behavior, mechanical engineering, and CGI. Each bird was designed to fit its environment—seagull-like near the ocean, bat-like in dim garages. 3D-printed models added realism, blending seamlessly into the film. Shot in Santiago, the eerie atmosphere was heightened by mechanical bird sounds and a surreal, film-like aesthetic.
The campaign positioned Apple as the leader in digital privacy, sparking industry-wide change. OOH declared, “Safari. A browser that’s actually private”. Meanwhile, a series of bespoke digital assets delivered the warning directly to the people while they were browsing.
Over two months, the campaign sparked headlines and social media buzz, with 33% of coverage directly calling out Chrome. Safari search interest nearly doubled, rising 45% during the campaign. In response, Google, Mozilla, and Microsoft announced new privacy policies, improving digital privacy for billions. 49 million people visited Apple’s privacy page, with Android users engaging for an impressive 1 minute and 35 seconds. Apple’s leadership in digital privacy surged by 61 percentage points over its biggest competitor.
Flock is a fantastical, dystopian depiction of the extensive online surveillance economy and the iPhone’s ability to help protect against it. It depicts bird-like surveillance cameras targeting people’s browsing data before Safari’s privacy protection comes to the rescue.
With online tracking becoming more sophisticated, with invasive techniques like cookies and fingerprinting, our strategy was to highlight how Safari on iPhone provides superior protection in a world of relentless surveillance.
The campaign brought surveillance birds to life through meticulous study of bird behavior, mechanical engineering, and CGI. Each bird was designed to fit its environment—seagull-like near the ocean, bat-like in dim garages. 3D-printed models added realism, blending seamlessly into the film. Shot in Santiago, the eerie atmosphere was heightened by mechanical bird sounds and a surreal, film-like aesthetic.
The campaign positioned Apple as the leader in digital privacy, sparking industry-wide change. OOH declared, “Safari. A browser that’s actually private”. Meanwhile, a series of bespoke digital assets delivered the warning directly to the people while they were browsing.
Over two months, the campaign sparked headlines and social media buzz, with 33% of coverage directly calling out Chrome. Safari search interest nearly doubled, rising 45% during the campaign. In response, Google, Mozilla, and Microsoft announced new privacy policies, improving digital privacy for billions. 49 million people visited Apple’s privacy page, with Android users engaging for an impressive 1 minute and 35 seconds. Apple’s leadership in digital privacy surged by 61 percentage points over its biggest competitor.
2025 Awards
Total Points: 45
Gold Cube
Credits
Agency
TBWA\Media Arts Lab / Los Angeles
Production Company
Smuggler
Post Production Company
Rock Paper Scissors Editorial
House of Parliament
Associate Creative Director
Felix Karlsson
Tobias Lindborg
Daniel Litzow
Creative Director
Matt Paterno
Designer
Hermes Miranda
Director
Ivan Zacharias
Director of Photography
Jan Velicky
Editor
Mikkel E. G. Nielsen
Executive Creative Director
Greg Greenberg
Global Chief Creative Officer
Brent Anderson
Motion Designer
Lucas Lourenco
Music Supervisor
Andreas Nilsson
Sound Designer
Gus Koven
Strategist
Casey Heyl
Strategy Director
Stephanie Small
Associate Music Supervisor
Aron Helfet
Executive Producer
Margaret Nickerson
Executive Strategy Director
Phillip Lee
Global Head of Design
James Taylor
Music Director
Josh Marcy
Senior Designer
Eduarda Nieto
Senior Motion Designer
Chris Balzano
Senior Music Supervisor
Liz Pfriem
Senior Producer
Syd Ames
Account Director
Sunchia Eckert
Account Supervisor
Jackson Lansbury
Assistant Producer
Laura Wames
Chief Communications Officer
Lu Borges
Colorist
Ricky Gausis
Communications manager
Daniella Morrison
Director of Insights
Justin Karch
Director of Interactive Strategy
Gurbani Chadha
Executive Account Director
Nicole Rowett
Global Chief Production Officer
Brian O'Rourke
Group Account Director
Dan Wallace
Music Coordinator
Gio Thomas
Project Manager
Amber McGeary
Senior Project Manager
Adriana Monteiro
VFX Artist
Tom Graham
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